The branding process involves creating a brand’s visual identity. This visual identity gives consumers an idea of what the brand is like at a glance. I enjoy capturing brands’ personalities through the creation of logos, font and color choices, and more.
Enjoy Chocolates’ goal is to provide a moment of enjoyment in the midst of the stress of daily life. By providing purchasers with a moment of enjoyment, Enjoy Chocolates encourages them to enjoy the journey toward their goals, rather than just the destination.
Enjoy Chocolates’ branding has an upbeat feel – upscale enough to feel special, yet casual enough to remain accessible.
Enjoy Chocolates’ main colors are bright shades of pink, lime green, yellow, and sky blue. These colors provide a bright, happy, feminine feel that works well for the audience Enjoy Chocolates is looking to attract.
Enjoy Chocolates’ primary font is the semi scripty Titular Alt. Its secondary font is Avenir, which has softer, more rounded letterforms that fit with Enjoy Chocolates’ goal of encouraging cusotmers to relax and enjoy the moment.
I created a number of logo variations for different uses. They all include a timeline-style detail that points back to the tagline, which discusses enjoying the journey of life by enjoying the moment.
When creating my portfolio site, I needed to develop a brand identity for it. I decided on a color palette and fonts, and also created a logo for use on the site.
For the colors for the website, I chose shades of dark blue, teal, and a warm yellow. Blue is associated with reliability and dependability, so I chose the darker blue to communicate trustworthiness. Turquoise also communicates creativity, which fits with my interests since I enjoy all things creative. Yellow communicates warmth and optimism, which I also wanted my website to communicate to viewers.
The Adobe programs, which I used to create my resume and business card, and Elementor, which I used to create my website, have somewhat limited fonts in common. It was important to me that the fonts matched exactly across all of my branded portfolio materials, so I selected fonts I knew would be available in both.
I went with Verdana for my primary font since it is a modern, clean typeface. Its simplicity also was useful when creating my logo, which combines my initials. I needed straightforward letterforms that would be easy to manipulate, and Verdana worked well for this purpose. To add some contrast, I chose PT Serif as my secondary font.
To create the logo for my site, I combined my initials – the E from my first name and the H from my last name. I extended the middle arm of the E to also serve as the horizontal stroke of the H. I positioned the letters close enough together that the downward stroke of the E could double as the left vertical stroke of the H. I made the left half of the logo dark blue and the right half turquoise for some distinction, so that the E and the H would stand out from each other and be more visible.
